The LEGO Stack Model

Howdy readers 🥰

In this newsletter, you’ll find:

📐 The LEGO Stack Model: How Smart DTC Brands Scale Landers Without Rebuilding

👁️ IAS and DV Bring Attention Tracking to Snap Ads

🚀Ad of the Day

If you’re new to ScaleUP, then a hearty welcome! You and 50k+ CEOs, CMOS, and marketers have reached the right place. Let’s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!

Together with Surfshark

Say Goodbye to Annoying Ads with CleanWeb by Surfshark

Tired of a web cluttered with ads, trackers, and malware? CleanWeb from Surfshark brings back the cleaner, safer internet experience you remember.

Here's what makes CleanWeb different:

• Blocks Ads & Trackers: Enjoy a distraction-free browsing experience.

• Stops Malware Before It Hits: Stay protected while you surf.

• Works on All Your Devices: One tool, total coverage.

• Bundled with a Top-Rated VPN: Secure your connection, especially on public Wi-Fi.

Already trusted by thousands, CleanWeb is the all-in-one online protection you didn't know you needed.

Limited-Time Offer: Get Surfshark + CleanWeb for just $2.19/month (86% off)—plus 3 months FREE.

Reclaim a clean, safe internet today.

Get the Deal Now!

📐 The LEGO Stack Model: How Smart DTC Brands Scale Landers Without Rebuilding

You don’t scale a brand by designing more pages; you scale by designing smarter systems. The fastest-growing DTC brands aren’t making new landing pages every time. They’re remixing. Reusing. Stacking pre-tested blocks like LEGO bricks into high-converting layouts on demand.

This is the LEGO Stack Model, and it changes how your team builds, launches, and learns at speed.

1. Modularity > Creativity at Scale

If your CX or growth team still needs to ask design to build a new PDP or promo page, you’ve already lost the promo window.

Modular systems shift your landing page from an asset to a platform. Each section — hero, bundle, UGC, offer bar, FAQ, urgency insert- becomes a conversion block you can plug into new drops, flows, or tests.

Operators don’t reinvent layouts. They remix winners.

2. The LEGO Stack: Block Types That Compound

Here’s how top brands organize their modular system:

🧱 Core Blocks – Hero, CTA, product highlights, mobile nav

🧱 Trust Blocks – Reviews, press logos, expert quotes

🧱 Persuasion Blocks – Comparison tables, FAQs, ingredient callouts

🧱 Performance Blocks – Timers, BOGO carousels, urgency strips

🧱 Affinity Blocks – Creator UGC, identity-specific hooks, gifting logic

Brooklinen uses a stack like this across seasonal drops: same structure, new theme, new copy, zero delay.

To scale this across your team, document your stack once in Guidde so anyone, from CX to media, can deploy a lander without second-guessing placement or flow. You can access the Guidde’s Free Extension here and record your way to automating processes. 

3. Speed-to-Live = Conversion Advantage

With a stack in place:

• A promo page goes live in 2 hours, not 2 days
• Testing cycles compress from weekly to daily
• Offer variations get spun up before the trend dies

The bonus? You maintain brand consistency while testing at speed, and stop wasting bandwidth on layout debates.

4. From Pages to Playbooks

A high-functioning stack becomes a modular library. Over time, your brand accumulates:

• Top-performing review blocks for social vs search
• Creator UGC variations by platform
• Bundles vs subscription swaps based on AOV segments
• Gifting versions with identity-first framing (e.g., “For Dads Who Travel”)

You’re not just launching pages, you’re storing memory.

Why it matters: The LEGO Stack Model turns creative chaos into predictable performance. Instead of debating page structure, your team iterates faster, scales cleaner, and launches smarter. The result? More launches, less waste, and landing pages that evolve like a product, not like design projects.

👁️IAS and DV Bring Attention Tracking to Snap Ads

Snapchat now supports attention measurement from two major players. IAS and DoubleVerify have both launched tools powered by Lumen’s eye-tracking insights to assess how viewers engage with Snap ads.

The Breakdown:

1. IAS launches predictive attention with Lumen - IAS introduced a first-to-market solution for Snap ads using Lumen’s eye-tracking data. Their system maps ad placements against predictive models to estimate attentive seconds per thousand impressions. 

2. Attention data comes from modeled heatmaps -  Lumen builds attention models by observing large participant groups in controlled settings via webcam. The resulting heatmaps guide IAS’s predictive engine to estimate likely user focus in Snap ad placements.

3. DoubleVerify adds viewability and “Attention Index” - DoubleVerify combines ad exposure metrics like screen share and view time with Lumen’s eye-tracking signals. It introduces an “Attention Index” to benchmark creative performance across categories.

Both IAS and DV are unlocking a new layer of clarity into Snap ad performance by combining modeled attention heatmaps with existing viewability signals. This gives marketers richer insights without needing intrusive tracking or extra SDKs. 

🎥 Ad of the Day

 What Works:

1. Visual Juxtaposition = Instant Message Clarity -  The dirt-encrusted left side contrasting the stark white right side creates a visceral before/after effect. It’s not just clean, it’s dramatically, undeniably purified. This contrast taps into our brain’s pattern recognition systems and "completion bias."

2. Hierarchy + Microcopy Build Trust - Every callout is encased in a clean, blue-outlined bubble, subtly evoking scientific labeling or dermatologist notes, which triggers trust. 

4. Founder's Halo Effect - “Founded by 11x world champion surfer Kelly Slater” isn’t just a flex, it activates the halo effect. Consumers associate Slater’s discipline, peak performance, and outdoor exposure with authority on what skin really needs.

Broader Insights

Contrast effect: Dirt vs. clean visuals heighten product impact. Message priming: Blue shapes + clinical phrases = subconscious trust activation. Micro-proof stacking: Instead of one big claim, four bite-sized proofs win belief. 

Advertise with Us

Wanna put out your message in front of over 50,000 best marketers and decision makers?

Find our Partner Kit here🤝

We are concerned about everything DTC and its winning strategies. If you liked what you read, why not join the 50k+ marketers from 13k+ DTC brands who have already subscribed? Just follow this.

At ScaleUP, we care about our readers and want to provide the best possible experience. That's why we always look for ways to improve our content and connect with our audience. If you'd like to stay in touch, be sure to follow us EVERYWHERE🥰

Thanks for your support :) We'll be back again with more such content 🥳